Safaigiri Awards awards were launched in 2015, after Prime Minister Narendra Modi nominated the India Today Group (ITG) and its chairman and editor-in-chief, Aroon Purie, as ambassadors of the Swachh Bharat Abhiyan.

India is gradually developing a cleaner environment because the women of the nation have taken the lead in this mission-this was the consensus at the third India Today Safaigiri Awards, held in Delhi on Gandhi Jayanti, October 2. The awards were launched in 2015, after Prime Minister Narendra Modi nominated the India Today Group (ITG) and its chairman and editor-in-chief, Aroon Purie, as ambassadors of the Swachh Bharat Abhiyan. Champions in 16 categories were honoured and received awards from Vice President M. Venkaiah Naidu and ITG chairman Purie.

Several female safai warriors who brought about change were also felicitated-actor Bhumi Pednekar presented special awards to these 'Swachhata hi Seva' champions. ITG editorial director (broadcast and new media) Kalli Purie emphasised womens' contribution to the cleanliness drive. "If you want something said, ask a man," she quoted former British PM Margaret Thatcher, "[but] if you want something done, ask a woman." Words of encouragement came also from the prime minister, who tweeted: "I laud the @IndiaToday family for the proactive steps to further awareness on Swachhata. Congrats to all #Safaigiri awardees."

Known for his wit, the vice president did not disappoint. "Swachhata is a mission without any commission," he said, "so there should not be any remission." Saying that safaigiri is about clearing away filth from every sphere of life-body, mind and bank account-he noted that the prime minister had already made a considerable beginning on the last of those via demonetisation. He also had the house in splits with this oblique reference to controversial 'godmen': "To maintain cleanliness, a man must shave everyday or trim his beard regularly. If you only do it once in a year, you will look like a baba-and nowadays, everyone knows what is happening to babas."

In a video message, actor Amitabh Bachchan, who received the award for most effective brand ambassador, reiterated this simple and effective suggestion-"Clean [just] 10 square yards around the place you live. If everyone in the country does that, the entire country will be clean."

The day-long event also made use of music to promote the national cleanliness drive. Several top singers from across the country-including Fazilpuria, Tulsi Kumar, Jasleen Royal, Madhushree, Shashaa Tirupati, Amit Mishra, Ankit Tiwari, Nakaz Aziz and Mohit Chouhan-regaled the audience with songs and encouraging messages. The big takeaway was that the cleanliness drive had to take root at an individual level, which could only happen with a change of mindset.

The most memorable moment of the event, however, was five-year-old Jayesh Kumar's powerful rendition of Gandhi's favorite bhajan, Raghupati Raghav Raja Ram-an appropriate tribute to the father of the nation on his birth anniversary, the man who believed that cleanliness is next to godliness.